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Reaching people interested in your product or service must be done in steps – the first of which is determining your target audience.

Once you’ve discovered who is most interested in what you offer, connecting with them comes next. To reach potential customers, you don’t have to search high and low. Instead, you can turn to a tool billions of people use every day: Facebook. This popular social media platform has plenty of tools for businesses hoping to reach their target audience. With Facebook advertising tools you can be as broad or as specific as you’d like so you can engage potential customers.

Published in The Marketing Edge
Wednesday, 30 May 2012 14:35

Do Facebook Ads Work?

The short answer: Yes and no. To many marketers, Facebook advertising is a challenge. Most brands want to maintain contact with their target audience globally, using the most widely-adopted social network - but doing so is more complicated than it first seems. The truth is that most marketers haven't yet been able to prove the success of their Facebook advertising campaigns through verifiable conversion rates, but rather only through an increase in their fan base on the platform.

According to an article written by Ben Bunz of BusinessWeek, Facebook 'likes' have become a devalued currency. 'Liking [has become] as common as blinking, and a like' no longer signals that a consumer loves your brand,' said Bunz. Most organizations do not experience interaction with all of their fans; in fact, most fan interaction is at the other end of the spectrum, averaging less than 1 percent per day.

It's hard to convince business owners and marketers to continue to invest money into Facebook advertising, as they haven't yet been able to reap the fruits of their past investments on the platform. One striking example was the recent announcement that GM is going to withdraw its $10M Facebook advertising budget this year. Why? Among many reasons, including budget cuts, there is a simple one: Facebook hasn't been able to prove that their ads work.

Published in The Marketing Edge

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